Social Media Advertising

What is Social Media Advertising?

Social network advertising, also known as social media targeting, is a form of online advertising that focuses on social networking services like Facebook, Instagram, Twitter, Snapchat, and more. Advertisers love social media advertising because of its capability to target specific demographics.

Social network users store various information about themselves, such as their age, gender, interests, and location.

This information allows advertisers to release ads targeted to specific groups. These individualised campaigns, when done correctly, could increase conversions and decrease marketing spend.

Why Consider Advertising on Social Platforms?

Every day there are over 4.5 billion Likes on Facebook, 500 million Tweets and 95 million photos and videos uploaded to Instagram. On Facebook, 1.71 billion people are active every month, and they spend an average 20 minutes browsing the platform. Facebook has the largest audience, making it the preferred platform for advertising amongst other social networking sites.

If you are not advertising on Facebook yet, you definitely should, and here are just some of the reasons why:

  • You gain customer insight
  • You increase brand awareness
  • Your targeted ads get real-time results
  • You increase your website traffic
  • You know what your competitors are doing
  • You build relationship with your customers

Facebook’s intuitive and detailed analytics also allow you to see your campaign's performance, and compare individual campaigns against each other to see what’s working and what’s not.

Multiple Ways You Can Advertise on Facebook

There are two sections on Facebook where your ads can go. These are the right-hand column and the news feed.

Right-hand Column Ad: Before Facebook rolled out an update in 2014, this ad column could house up to seven ads, which made it look spammy and cluttered. They improved the overall look by increasing the size of the images and only placing up to two ads at a time.

Tests have shown that the new format is 29% more effective at attracting views, 50% more effective at driving dwell time, 46% more effective at driving reading behavior.

News Feed Ad: The best thing about news feed ad is that it looks like native advertising because it appears directly at the user’s news feed. It is a story form of advertising, as it allows you to get your message across without being too pushy about promoting your company, product, or service.

Newsfeed ads have a click-through rate 44 times higher, and a conversion rate five times higher than right-side ads, but these ads could also cost you more.

Some advertising options on Facebook include:

  • Photo Ad: Facebook favours quality visual content, which makes this ad one of the most popular and easiest ways to advertise.
  • Carousel Ad: Carousel ads allow advertisers to show up to five images and links in one ad.
  • Local Ad: This is the easiest and most affordable way to reach targeted audience within your vicinity.
  • Offer Ad: Use this ad to promote discounts and offers from your online store.
  • Event Ad: Targeted to a specific audience, this ad reaches out to people who are likely to attend, saving you time and marketing spend.
  • Retargeting/Dynamic Product Ads: Dynamic ads allow you to promote relevant products to people who've browsed your website or mobile app across Facebook, Instagram and the Audience Network.
  • Lead Ads: This ad lets your customers sign up on offers you may have.
  • Boosted Post: A boosted post is an organic post shared on the business’ newsfeed, and is later promoted using advertising money.

Facebook offers a flexible advertising platform that caters to different needs. Start experimenting on your next ad using the Ads Manager platform. It is user-friendly with simple, step-by-step instructions.

Other Advertising Platforms to Consider

Twitter: Similar to Facebook in terms of audience size, but a bit limited when it comes to advertising options. You can choose a demographic to target using the promoted tweet option, but the demographic options are lesser and more restricted.

LinkedIn: Focused mainly on professionals, you can advertise effectively on this platform if you’re a B2B company or if you are targeting a specific type of professional.

YouTube: YouTube offers both video ads and static advertising options. It is effective in many ways -- raising brand awareness, swaying purchasing decisions, and converting users more than any other social media platform. The downsides? Targeting is limited, and the ads are more expensive.

Ready to launch your social media campaign? We can help you! Bambrick Media has led successful marketing campaigns for over 500 businesses in Australia. Call us now at (07) 3216 1151 or send us a message through our Contact Form.